Buying Power How to give Generations X and Y what they want.

Generations X and Y have plenty of differences, but "their fluency with technology has been a defining characteristic for both," says author Lisa Johnson, CEO and co-founder of research and marketing consultancy ReachWomen in Eugene, Oregon. Johnson wrote Mind Your X's and Y's: Satisfying the 10 Cravings of a New Generation of Consumers. Here, she reveals the 10 core cravings of this demographic and which companies are zeroing in on them best.

1. Shine the spotlight: "Extreme personalization gives marketing a new face." Jones Soda offers customized labels, creating customers' very "own" soda.

2. Raise my pulse: "Take mundane categories and infuse them with excitement." Vocation Vacations lets you try your dream job, matching you with someone who's already doing it.